Saturday, 21 May 2011


It always takes me a while to get used to something, but once I get used to it, I hate it when people feel the need to change it. A good example of this frame of mind is the logo of the Intermarché, a supermarket chain, which operates throughout France. The shops are simply called Intermarché, but the chain has some form of surname as well, “Les Mousquetaires”. Why they chose this name is beyond me, although it is quite well possible that they are piggy-backing on the popularity of Dumas’s novel “The Three musqueteers”. Whenever we approached one of their shops, we could not get around looking at their logo, which was prominently displayed on the shop facade.
It took me quite a while to figure out that the Logo was actually a picture of a musqueteer. Hold on, one? No, it was not just one musqueteer, and lo and behold, there were also not just three. After a thorough count I noticed 16 of these brave soldiers. Or, again, 16? I counted 16 foils, but only 8 noses. But maybe these brave young lads were carrying one foil in each hand....
Anyway, it shows how observant some clients are when it comes to “reading” adverts. However, after a number of years I got used to the logo, and what is more, I got somehow attached to it as well!
One can imagine my surprise when I found out that Intermarché was undoubtedly advised by its marketing specialists that they should modernise. And of course, my beloved logo was the first victim. It is in the mean time replaced by a symbolic musqueteer. And even though it still says clearly “Les Mousquetaires”, there is now only one brave lad. Do I like the new logo? Or don’t I? Well, I think in another years time I will get used to it. But I must honestly admit, that without knowing the old logo, I would never have recognised a musqueteer in the new one!

The website of La Tuilerie de Chazelle

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